Industry Watch: Goldschlager's Take on Prevention

What They Say:

"It is essential that our marketing communications depict only moderate and responsible drinking. .We will not appear to condone or encourage excessive or irresponsible drinking."

- Diageo Marketing Code

What They Do:

A current ad campaign for Diageo's Goldschlager Cinnamon Schnapps Liqueur appears in Stuff , Blender and Maxim—all young men's magazines with an underage readership just below 30 percent. Each ad features young looking male models—like these guys wearing protective sports gear in preparation for drinking. The message across the bottom: "Drinking a shot with friends should be enjoyable. So be careful out there." But why the protective gear? These two-fisted drinkers are clearly planning to get hammered.

Ad from Stuff	Ad from Blender	Ad from Maxim